If you were to ask me what kind of computer to buy in the past, I would have, without a doubt, preferred a machine that ran a Microsoft rather than a Mac operating system. Now, however, I’m not so sure. Maybe its the ubiquitous and uber-chic advertisement campaigns that are both persuasive and pervasive, but I think my change of heart has ultimately to do with my dissatisfaction with the services provided by Microsoft. I recently read PC World’s “10 Ways Microsoft’s Retail Stores Will Differ From Apple Stores” that summarizes quite succinctly and articulately the wave of the future for the computer buying consumer experience. I totally agree with Brennon Slattery because I too have had the same experiences as those he describes in his opinion piece.
Slattery argues that Microsoft, intentionally or not, drives customers insane by treating every customer as thieves who are guilty of some form of intellectual property infringement until they can prove that they’re actually bona fide paying customers. “So, what?” you might ask about Microsoft’s de facto presumption of guilt, but my problem with this method of customer service is the sheer trouble and inconvenience it poses. Every time I purchase a Microsoft product, I need to enter long encryption keys consisting of random alphanumeric combinations. Where’s the trust? Another quandary I’ve had with Microsoft products is with the superfluity and multiplicity of versions of Microsoft Windows, which all seem to do the same thing, more or less, but yet each is more expensive than the last. Do we really need the most up-to-date version? If we do, then why? Microsoft engineers do not seem to have a problem charging more for the same product but as a customer, I don’t see the need to get the latest copy because I don’t see any real benefits from upgrading. Customer care is also a problem; I can never seem to find a human to help me with a problem. Androids are no good when troubleshooting specific problems they are not programed to deal with.
In contrast, Apple excels where Microsoft disappoints. Besides doing a better job than Microsoft to promote their services, Apple also has a comprehensive and very satisfactory customer care and warranty service. Apple products are designed with convenience in mind; I would argue that even the most computer illiterate person can feel at ease with a Mac. When I bought my iPhone recently, all I needed to do was connect my phone to my computer and the rest took care of itself with the help of a few clicks from me. When I bought my laptop, however, the setting up process was not so smooth. First, I needed to buy a range of Microsoft software separately Then I had to figure out which versions to buy because they all seemed to do the same things but they were all priced differently. Apple, on the other hand, offers software free from their Apps Store, and most of it is considerably cheaper than Microsoft’s. The Apple Apps Store also has many different types of games, useful software, and other convenient programs downloadable free of charge. I feel with Apple that I get a better deal and that is what every consumer is looking for.
After reading Slattery’s article, I can understand why people are shifting their focus to Apple and Macs because of genuinely better quality, more attentive service, and greater product satisfaction. If Microsoft wants to retain its lead in the computer world, they are going to have to reposition and improve existing problems. They can begin, I think, by addressing the issue of customer loyalty and revamping their brand image. Next time I need a computer, I am am going to buy a Macbook unless Microsoft can give me better reasons not to. At least with a Mac, I get the proverbial “more bang for my buck” because I won’t need to spend additional money on software and I can rely on Apple Customer Service more than Microsoft Customer Service. After all, if I have a problem, I can simply go to any Apple store in the mall for help, but with Microsoft, I would have to ship my computer to them and that is definitely less convenient and more expensive.
